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Marketing In Asia > Blog > Marketing > Buzz > 6 Kriteria Memilih Agensi PR Untuk Jenama Anda
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6 Kriteria Memilih Agensi PR Untuk Jenama Anda

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Last updated: 2020/03/03 at 12:00 AM
Azleen Abdul Rahim
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Berada di dalam talian sahaja tidak mencukupi untuk pemasaran anda untuk pergi dengan lebih jauh lagi dan berkesan. Anda juga perlu menggunakan taktik-taktik pemasaran tradisional dan perhubungan awam atau public relations (PR). Saya tidak perlu bercerita tentang pemasaran tradisional kerana ia mudah untuk dilakukan.

Saya ingin berkongsi dengan anda bagaimana untuk memilih agensi PR yang sesuai untuk jenama anda. Tersalah pilih agensi PR, kempen anda mungkin tidak mampu untuk mencapai sasaran pengguna yang anda inginkan.

Terdapat 6 kriteria utama dalam membuat pemilihan ini.

Adakah ia dikenali? Kalau agensi atau pemilik agensi itu sendiri pun tidak dikenali ramai, bagaimana dia boleh membantu jenama anda untuk dikenali. Di sini, perkataan dikenali tidak semestinya terkenal seperti seorang selebriti, tetapi ia perlu popular di kalangan komuniti mereka sendiri dan industri tertentu. Di Malaysia terdapat beribu-ribu agensi PR besar mahupun kecil, dan juga eksekutif-eksekutif PR yang bekerja secara sendirian atau freelancer.

Pemenang anugerah? Memilih agensi yang sering atau pernah memenangi beberapa anugerah mungkin salah satu kriteria pemilihan yang boleh anda gunakan. Cuma sejak kebelakangan ini ia seolah-olah boleh dibeli. Begini. Berdasarkan pengalaman saya, terdapat beberapa penganjur anugerah mengadakan majlis-majlis anugerah biasanya adalah syarikat korporat dan mereka mengutamakan pendapatan yang diperolehi dari majlis tersebut. Mereka akan menawarkan kepada beberapa syarikat untuk menjadi penaja dan membayar sekian sekian wang sebagai penajaan. Sebagai balasan, syarikat ini akan ditawarkan untuk memenangi anugerah tertentu. Pada era yang serba canggih ini, memenangi banyak anugerah juga tidak semestinya menjanjikan kualiti kerja dengan baik.

Kebolehan mencapai sasaran pengguna yang dikehendaki. Anda perlu lihat bagaimana mereka memberikan keyakinan kepada anda tentang ini. Tidak kira sama ada jenama anda berada di kelompok B2C ataupun B2B, cuba anda lihat apakah bentuk strategi yang mereka akan kongsikan kepada anda, bagaimana ia dilakukan, mengapa ia dilakukan sebegitu rupa, bila ia patut dilakukan dan apakah yang bakal diperolehi sebagai pulangan atau ROI dari strategi tersebut.

Pengalaman dan kepakaran. Lebih berpengalaman, lebih bagus. Mereka telah banyak belajar dari pengalaman lalu, membuat kesilapan demi kesilapan sebelum ini dan kini mereka mempunyai formula tersendiri tentang bagaimana untuk membantu anda. Anda boleh tahu sejauh mana pengalaman dan kepakaran mereka hanya dengan meneliti cara percakapan, idea yang diberikan dan pendapat yang diutarakan untuk syarikat anda.

Moden atau tradisional. Cuba elakkan dari memilih agensi PR yang lebih mengutamakan kaedah tradisional, kerana ia jauh lebih mahal berbanding secara dalam talian. Dalam masa yang sama cuba elak juga dari menggunakan agensi PR yang gemar menggunakan kaedah dalam talian semata-mata, kerana berkemungkinan besar anda tidak akan mencapai sasaran pengguna yang dikehendaki. Jalan yang terbaik mungkin dengan memilih agensi PR yang mampu menyediakan pilihan media yang seimbang sesuai dengan jenama anda dan sasaran pengguna yang anda ingin tujukan.

Semuanya tentang connection. Kriteria terbesar di antara kesemuanya ialah tentang siapa yang mereka kenal, di media mana kenalan mereka berada dan adakah media tersebut mampu membantu jenama anda dalam kempen yang anda lakukan itu.

Jadi, pilih dengan berhati-hati.

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    Azleen Abdul Rahim March 3, 2020 March 3, 2020
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    By Azleen Abdul Rahim
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